Welcome to the third project of the Machine Learning Engineer Nanodegree! In this notebook, some template code has already been provided for you, and it will be your job to implement the additional functionality necessary to successfully complete this project. Sections that begin with 'Implementation' in the header indicate that the following block of code will require additional functionality which you must provide. Instructions will be provided for each section and the specifics of the implementation are marked in the code block with a 'TODO' statement. Please be sure to read the instructions carefully!
In addition to implementing code, there will be questions that you must answer which relate to the project and your implementation. Each section where you will answer a question is preceded by a 'Question X' header. Carefully read each question and provide thorough answers in the following text boxes that begin with 'Answer:'. Your project submission will be evaluated based on your answers to each of the questions and the implementation you provide.
Note: Code and Markdown cells can be executed using the Shift + Enter keyboard shortcut. In addition, Markdown cells can be edited by typically double-clicking the cell to enter edit mode.
In this project, you will analyze a dataset containing data on various customers' annual spending amounts (reported in monetary units) of diverse product categories for internal structure. One goal of this project is to best describe the variation in the different types of customers that a wholesale distributor interacts with. Doing so would equip the distributor with insight into how to best structure their delivery service to meet the needs of each customer.
The dataset for this project can be found on the UCI Machine Learning Repository. For the purposes of this project, the features 'Channel' and 'Region' will be excluded in the analysis — with focus instead on the six product categories recorded for customers.
Run the code block below to load the wholesale customers dataset, along with a few of the necessary Python libraries required for this project. You will know the dataset loaded successfully if the size of the dataset is reported.
import os
os.chdir('C:\\Users\\user\\Documents\\Code\\machine-learning\\projects\\customer_segments')
# Import libraries necessary for this project
import numpy as np
import pandas as pd
from IPython.display import display # Allows the use of display() for DataFrames
# Import supplementary visualizations code visuals.py
import visuals as vs
# Pretty display for notebooks
%matplotlib inline
# Load the wholesale customers dataset
try:
data = pd.read_csv("customers.csv")
data.drop(['Region', 'Channel'], axis = 1, inplace = True)
print("Wholesale customers dataset has {} samples with {} features each.".format(*data.shape))
except:
print("Dataset could not be loaded. Is the dataset missing?")
In this section, you will begin exploring the data through visualizations and code to understand how each feature is related to the others. You will observe a statistical description of the dataset, consider the relevance of each feature, and select a few sample data points from the dataset which you will track through the course of this project.
Run the code block below to observe a statistical description of the dataset. Note that the dataset is composed of six important product categories: 'Fresh', 'Milk', 'Grocery', 'Frozen', 'Detergents_Paper', and 'Delicatessen'. Consider what each category represents in terms of products you could purchase.
# Display a description of the dataset
display(data.describe())
To get a better understanding of the customers and how their data will transform through the analysis, it would be best to select a few sample data points and explore them in more detail. In the code block below, add three indices of your choice to the indices list which will represent the customers to track. It is suggested to try different sets of samples until you obtain customers that vary significantly from one another.
# TODO: Select three indices of your choice you wish to sample from the dataset
indices = [2,20,40]
# Create a DataFrame of the chosen samples
samples = pd.DataFrame(data.loc[indices], columns = data.keys()).reset_index(drop = True)
print("Chosen samples of wholesale customers dataset:")
display(samples)
Consider the total purchase cost of each product category and the statistical description of the dataset above for your sample customers.
Hint: Examples of establishments include places like markets, cafes, delis, wholesale retailers, among many others. Avoid using names for establishments, such as saying "McDonalds" when describing a sample customer as a restaurant. You can use the mean values for reference to compare your samples with. The mean values are as follows:
Knowing this, how do your samples compare? Does that help in driving your insight into what kind of establishments they might be?
# **Answer:**
print("Offset from mean of whole dataset")
display(samples - np.around(data.mean().values))
print("Offset from median of whole dataset:")
display(samples - np.around(data.median().values))
Answer:
The first one has a lot of milk and a large deli section. It's probably a local deli or convenience store place The second heavily spends on fresh and deli meat. This is probably a restaraunt like subway. The third also spends a ton on fresh and deli, with frozen foods coming in as well. This is probably a place buying a lot of frozen ingredients in bulk for cooking, so I think another restaraunt but one that is using frozen foods in their prep.
One interesting thought to consider is if one (or more) of the six product categories is actually relevant for understanding customer purchasing. That is to say, is it possible to determine whether customers purchasing some amount of one category of products will necessarily purchase some proportional amount of another category of products? We can make this determination quite easily by training a supervised regression learner on a subset of the data with one feature removed, and then score how well that model can predict the removed feature.
In the code block below, you will need to implement the following:
new_data a copy of the data by removing a feature of your choice using the DataFrame.drop function.sklearn.cross_validation.train_test_split to split the dataset into training and testing sets.test_size of 0.25 and set a random_state.random_state, and fit the learner to the training data.score function.from sklearn.model_selection import train_test_split
from sklearn.tree import DecisionTreeRegressor
# TODO: Make a copy of the DataFrame, using the 'drop' function to drop the given feature
feature_dropped='Fresh'
new_data = data.drop(feature_dropped,axis=1)
labels=data[feature_dropped]
# TODO: Split the data into training and testing sets(0.25) using the given feature as the target
# Set a random state.
X_train, X_test, y_train, y_test = train_test_split(new_data, labels, test_size=0.25, random_state=20)
# TODO: Create a decision tree regressor and fit it to the training set
regressor = DecisionTreeRegressor(random_state=20)
regressor.fit(X_train,y_train)
# TODO: Report the score of the prediction using the testing set
score = regressor.score(X_test,y_test)
print(score)
Hint: The coefficient of determination, R^2, is scored between 0 and 1, with 1 being a perfect fit. A negative R^2 implies the model fails to fit the data. If you get a low score for a particular feature, that lends us to beleive that that feature point is hard to predict using the other features, thereby making it an important feature to consider when considering relevance.
Answer: I tried to predict the fresh category, with a score of -0.2091. Since it is negative our model fails to fit this data, also it indicates that the fresh values are hard to predict based on the other features.
To get a better understanding of the dataset, we can construct a scatter matrix of each of the six product features present in the data. If you found that the feature you attempted to predict above is relevant for identifying a specific customer, then the scatter matrix below may not show any correlation between that feature and the others. Conversely, if you believe that feature is not relevant for identifying a specific customer, the scatter matrix might show a correlation between that feature and another feature in the data. Run the code block below to produce a scatter matrix.
# Produce a scatter matrix for each pair of features in the data
pd.plotting.scatter_matrix(data, alpha = 0.3, figsize = (14,8), diagonal = 'kde');
data.corr()
import seaborn as sns
sns.heatmap(data.corr(), annot=True)
Hint: Is the data normally distributed? Where do most of the data points lie? You can use corr() to get the feature correlations and then visualize them using a heatmap(the data that would be fed into the heatmap would be the correlation values, for eg: data.corr()) to gain further insight.
Answer: The data lacks a normal distribution and all features have some outliers and are right skewed. Grocery - Detergents_Paper has the maximum correlation of 0.92, and the next closest is Grocery - Milk of 0.73. Fresh shows low correlation further backing up my answer to question 2.
In this section, you will preprocess the data to create a better representation of customers by performing a scaling on the data and detecting (and optionally removing) outliers. Preprocessing data is often times a critical step in assuring that results you obtain from your analysis are significant and meaningful.
If data is not normally distributed, especially if the mean and median vary significantly (indicating a large skew), it is most often appropriate to apply a non-linear scaling — particularly for financial data. One way to achieve this scaling is by using a Box-Cox test, which calculates the best power transformation of the data that reduces skewness. A simpler approach which can work in most cases would be applying the natural logarithm.
In the code block below, you will need to implement the following:
log_data after applying logarithmic scaling. Use the np.log function for this.log_samples after applying logarithmic scaling. Again, use np.log.# TODO: Scale the data using the natural logarithm
log_data = np.log(data)
# TODO: Scale the sample data using the natural logarithm
log_samples = np.log(samples)
# Produce a scatter matrix for each pair of newly-transformed features
pd.plotting.scatter_matrix(log_data, alpha = 0.3, figsize = (14,8), diagonal = 'kde');
After applying a natural logarithm scaling to the data, the distribution of each feature should appear much more normal. For any pairs of features you may have identified earlier as being correlated, observe here whether that correlation is still present (and whether it is now stronger or weaker than before).
Run the code below to see how the sample data has changed after having the natural logarithm applied to it.
# Display the log-transformed sample data
display(log_samples)
Detecting outliers in the data is extremely important in the data preprocessing step of any analysis. The presence of outliers can often skew results which take into consideration these data points. There are many "rules of thumb" for what constitutes an outlier in a dataset. Here, we will use Tukey's Method for identfying outliers: An outlier step is calculated as 1.5 times the interquartile range (IQR). A data point with a feature that is beyond an outlier step outside of the IQR for that feature is considered abnormal.
In the code block below, you will need to implement the following:
Q1. Use np.percentile for this.Q3. Again, use np.percentile.step.outliers list.NOTE: If you choose to remove any outliers, ensure that the sample data does not contain any of these points!
Once you have performed this implementation, the dataset will be stored in the variable good_data.
# For each feature find the data points with extreme high or low values
for feature in log_data.keys():
# TODO: Calculate Q1 (25th percentile of the data) for the given feature
Q1 = np.percentile(log_data[feature],25)
# TODO: Calculate Q3 (75th percentile of the data) for the given feature
Q3 = np.percentile(log_data[feature],75)
# TODO: Use the interquartile range to calculate an outlier step (1.5 times the interquartile range)
step = (Q3-Q1)*1.5
# Display the outliers
print("Data points considered outliers for the feature '{}':".format(feature))
display(log_data[~((log_data[feature] >= Q1 - step) & (log_data[feature] <= Q3 + step))])
# OPTIONAL: Select the indices for data points you wish to remove
outliers = [75,154,128,66,65]
# Remove the outliers, if any were specified
good_data = log_data.drop(log_data.index[outliers]).reset_index(drop = True)
outliers list to be removed, explain why.Hint: If you have datapoints that are outliers in multiple categories think about why that may be and if they warrant removal. Also note how k-means is affected by outliers and whether or not this plays a factor in your analysis of whether or not to remove them.
Answer: These outliers affect more than one feature: 154: Delicatessen, Milk and Grocery, 128: Delicatessen and Fresh, 75: Detergents_Paper and Grocery, 66: Delicatessen and Fresh, 65: Frozen and Fresh. Since they skew more than one data set they should be removed and have been added to the outlier list.
Data points as outliers for more than 1 feature:
154: Delicatessen, Milk and Grocery.
128: Delicatessen and Fresh.
75: Detergents_Paper and Grocery.
66: Delicatessen and Fresh
65: Frozen and FreshIn this section you will use principal component analysis (PCA) to draw conclusions about the underlying structure of the wholesale customer data. Since using PCA on a dataset calculates the dimensions which best maximize variance, we will find which compound combinations of features best describe customers.
Now that the data has been scaled to a more normal distribution and has had any necessary outliers removed, we can now apply PCA to the good_data to discover which dimensions about the data best maximize the variance of features involved. In addition to finding these dimensions, PCA will also report the explained variance ratio of each dimension — how much variance within the data is explained by that dimension alone. Note that a component (dimension) from PCA can be considered a new "feature" of the space, however it is a composition of the original features present in the data.
In the code block below, you will need to implement the following:
sklearn.decomposition.PCA and assign the results of fitting PCA in six dimensions with good_data to pca.log_samples using pca.transform, and assign the results to pca_samples.# TODO: Apply PCA by fitting the good data with the same number of dimensions as features
from sklearn.decomposition import PCA
pca = PCA(n_components=len(good_data.columns)).fit(good_data)
# TODO: Transform log_samples using the PCA fit above
pca_samples = pca.transform(log_samples)
# Generate PCA results plot
pca_results = vs.pca_results(good_data, pca)
Hint: A positive increase in a specific dimension corresponds with an increase of the positive-weighted features and a decrease of the negative-weighted features. The rate of increase or decrease is based on the individual feature weights.
Answer:
As we can see below 70.68% is explained by the first two dimensions and 93.11% from the first four. 1) This one heavily relies on detergents_paper and grocery which we id'd earlier as highly correlated. That's why we see a high initial variance explanation. This type of customer is probably a supermarket 2) This relies on fresh, frozen, and deli and we can see that these are the hardest features to use as predictors so capturing them here provides another large jump in our variance explanation. This customer is probably a restaraunt 3) This relies on fresh, frozen, and deli again to continue to explain how they relate to each other and capture areas that still carry those items together but in smaller quantities. This is probably a local grocery 4) This captures frozen and deli showing and lines up with a butcher or specialty store in these categories
# Results
display(pca_results)
# Cumulative explained variance should add to 1
display(pca_results['Explained Variance'].cumsum())
Run the code below to see how the log-transformed sample data has changed after having a PCA transformation applied to it in six dimensions. Observe the numerical value for the first four dimensions of the sample points. Consider if this is consistent with your initial interpretation of the sample points.
# Display sample log-data after having a PCA transformation applied
display(pd.DataFrame(np.round(pca_samples, 4), columns = pca_results.index.values))
When using principal component analysis, one of the main goals is to reduce the dimensionality of the data — in effect, reducing the complexity of the problem. Dimensionality reduction comes at a cost: Fewer dimensions used implies less of the total variance in the data is being explained. Because of this, the cumulative explained variance ratio is extremely important for knowing how many dimensions are necessary for the problem. Additionally, if a signifiant amount of variance is explained by only two or three dimensions, the reduced data can be visualized afterwards.
In the code block below, you will need to implement the following:
good_data to pca.good_data using pca.transform, and assign the results to reduced_data.log_samples using pca.transform, and assign the results to pca_samples.# TODO: Apply PCA by fitting the good data with only two dimensions
pca = PCA(n_components=2).fit(good_data)
# TODO: Transform the good data using the PCA fit above
reduced_data = pca.transform(good_data)
# TODO: Transform log_samples using the PCA fit above
pca_samples = pca.transform(log_samples)
# Create a DataFrame for the reduced data
reduced_data = pd.DataFrame(reduced_data, columns = ['Dimension 1', 'Dimension 2'])
Run the code below to see how the log-transformed sample data has changed after having a PCA transformation applied to it using only two dimensions. Observe how the values for the first two dimensions remains unchanged when compared to a PCA transformation in six dimensions.
# Display sample log-data after applying PCA transformation in two dimensions
display(pd.DataFrame(np.round(pca_samples, 4), columns = ['Dimension 1', 'Dimension 2']))
A biplot is a scatterplot where each data point is represented by its scores along the principal components. The axes are the principal components (in this case Dimension 1 and Dimension 2). In addition, the biplot shows the projection of the original features along the components. A biplot can help us interpret the reduced dimensions of the data, and discover relationships between the principal components and original features.
Run the code cell below to produce a biplot of the reduced-dimension data.
# Create a biplot
vs.biplot(good_data, reduced_data, pca)
Once we have the original feature projections (in red), it is easier to interpret the relative position of each data point in the scatterplot. For instance, a point the lower right corner of the figure will likely correspond to a customer that spends a lot on 'Milk', 'Grocery' and 'Detergents_Paper', but not so much on the other product categories.
From the biplot, which of the original features are most strongly correlated with the first component? What about those that are associated with the second component? Do these observations agree with the pca_results plot you obtained earlier?
In this section, you will choose to use either a K-Means clustering algorithm or a Gaussian Mixture Model clustering algorithm to identify the various customer segments hidden in the data. You will then recover specific data points from the clusters to understand their significance by transforming them back into their original dimension and scale.
Hint: Think about the differences between hard clustering and soft clustering and which would be appropriate for our dataset.
Answer:
K-means is quick, reliable, and works great on data that is clearly broken up and clean with clear cut categories. It can handle a lot of data Gaussian mixture is able to detect that sometimes data can fit in multiple buckets and incorporates this into the model. It looks at the covariances and can come up with more specific and detailed cluster types.
Since we know that stores could hit multiple features in our data and those can correspond with each other Gaussian seems like the way to go. Stores don't tend to sell just one category of goods so this k-means is probably not gonna work as well.
Depending on the problem, the number of clusters that you expect to be in the data may already be known. When the number of clusters is not known a priori, there is no guarantee that a given number of clusters best segments the data, since it is unclear what structure exists in the data — if any. However, we can quantify the "goodness" of a clustering by calculating each data point's silhouette coefficient. The silhouette coefficient for a data point measures how similar it is to its assigned cluster from -1 (dissimilar) to 1 (similar). Calculating the mean silhouette coefficient provides for a simple scoring method of a given clustering.
In the code block below, you will need to implement the following:
reduced_data and assign it to clusterer.reduced_data using clusterer.predict and assign them to preds.centers.pca_samples and assign them sample_preds.sklearn.metrics.silhouette_score and calculate the silhouette score of reduced_data against preds.score and print the result.from sklearn.mixture import GaussianMixture
from sklearn.metrics import silhouette_score
def getScores(num_clusters):
clusterer = GaussianMixture(n_components=num_clusters, random_state=42).fit(reduced_data)
# TODO: Predict the cluster for each data point
preds = clusterer.predict(reduced_data)
# TODO: Find the cluster centers
centers = clusterer.means_
# TODO: Predict the cluster for each transformed sample data point
sample_preds = clusterer.predict(pca_samples)
# TODO: Calculate the mean silhouette coefficient for the number of clusters chosen
score = silhouette_score(reduced_data,preds)
return score
scores = pd.DataFrame(columns=['Silhouette Score'])
scores.columns.name = 'Count of Clusters'
for i in range(2,10):
score = getScores(i)
scores = scores.append(pd.DataFrame([score],columns=['Silhouette Score'],index=[i]))
display(scores)
Answer:
2 clusters is the best number as we can see above
Once you've chosen the optimal number of clusters for your clustering algorithm using the scoring metric above, you can now visualize the results by executing the code block below. Note that, for experimentation purposes, you are welcome to adjust the number of clusters for your clustering algorithm to see various visualizations. The final visualization provided should, however, correspond with the optimal number of clusters.
# Display the results of the clustering from implementation
#This wouldn't execute on my PC
vs.cluster_results(reduced_data, preds, centers, pca_samples)
Each cluster present in the visualization above has a central point. These centers (or means) are not specifically data points from the data, but rather the averages of all the data points predicted in the respective clusters. For the problem of creating customer segments, a cluster's center point corresponds to the average customer of that segment. Since the data is currently reduced in dimension and scaled by a logarithm, we can recover the representative customer spending from these data points by applying the inverse transformations.
In the code block below, you will need to implement the following:
centers using pca.inverse_transform and assign the new centers to log_centers.np.log to log_centers using np.exp and assign the true centers to true_centers.# TODO: Inverse transform the centers
log_centers = pca.inverse_transform(centers)
# TODO: Exponentiate the centers
true_centers = np.exp(log_centers)
# Display the true centers
segments = ['Segment {}'.format(i) for i in range(0,len(centers))]
true_centers = pd.DataFrame(np.round(true_centers), columns = data.keys())
true_centers.index = segments
display(true_centers)
Hint: A customer who is assigned to 'Cluster X' should best identify with the establishments represented by the feature set of 'Segment X'. Think about what each segment represents in terms their values for the feature points chosen. Reference these values with the mean values to get some perspective into what kind of establishment they represent.
Answer:
0) spending is focused on grocery, milk, and paper products. The other values are close to the means. This indicates it's probably grocery stores or the regular person. 1) This segment is spending on fresh food and frozen food, this would indicate restaraunts since they need fres
Run the code block below to find which cluster each sample point is predicted to be.
# Display the predictions
for i, pred in enumerate(sample_preds):
print("Sample point", i, "predicted to be in Cluster", pred)
Answer:
my first is a grocery with the others restaraunts, I was on the right track originally.
In this final section, you will investigate ways that you can make use of the clustered data. First, you will consider how the different groups of customers, the customer segments, may be affected differently by a specific delivery scheme. Next, you will consider how giving a label to each customer (which segment that customer belongs to) can provide for additional features about the customer data. Finally, you will compare the customer segments to a hidden variable present in the data, to see whether the clustering identified certain relationships.
Companies will often run A/B tests when making small changes to their products or services to determine whether making that change will affect its customers positively or negatively. The wholesale distributor is considering changing its delivery service from currently 5 days a week to 3 days a week. However, the distributor will only make this change in delivery service for customers that react positively.
Hint: Can we assume the change affects all customers equally? How can we determine which group of customers it affects the most?
Answer:
Since the two categories rely on fresh ingredients differently the wholesaler should consider their customer segmentation. If they cater to restaraunts they should not change their delivery status since these rely on fresh ingredients. If they are working for larger stores then they can try it out but I would measure the impact closely.
Additional structure is derived from originally unlabeled data when using clustering techniques. Since each customer has a customer segment it best identifies with (depending on the clustering algorithm applied), we can consider 'customer segment' as an engineered feature for the data. Assume the wholesale distributor recently acquired ten new customers and each provided estimates for anticipated annual spending of each product category. Knowing these estimates, the wholesale distributor wants to classify each new customer to a customer segment to determine the most appropriate delivery service.
Hint: A supervised learner could be used to train on the original customers. What would be the target variable?
Answer: As recommended they should use a supervised learning classification algorithm that takes into account customer spending as inputs and customer segments as the target variable. This will help in their analysis of the cluster accuracy and the impact their strategy will have based on the needs of those segments/clusters.
At the beginning of this project, it was discussed that the 'Channel' and 'Region' features would be excluded from the dataset so that the customer product categories were emphasized in the analysis. By reintroducing the 'Channel' feature to the dataset, an interesting structure emerges when considering the same PCA dimensionality reduction applied earlier to the original dataset.
Run the code block below to see how each data point is labeled either 'HoReCa' (Hotel/Restaurant/Cafe) or 'Retail' the reduced space. In addition, you will find the sample points are circled in the plot, which will identify their labeling.
# Display the clustering results based on 'Channel' data
#This wouldn't execute on my PC
vs.channel_results(reduced_data, outliers, pca_samples)
Answer:
Note: Once you have completed all of the code implementations and successfully answered each question above, you may finalize your work by exporting the iPython Notebook as an HTML document. You can do this by using the menu above and navigating to
File -> Download as -> HTML (.html). Include the finished document along with this notebook as your submission.